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Crafting Wow Crafting Wow MessagingMessaging
2013 Executive Leadership ConferenceRichard Currier
The breakthrough rules:1. Real customers with clear, pressing needs2. Listen to customers to learn how to lead them3. Showcase theme-based problem-centric stories 4. Change the game to win5. Only leaders thrive
The “Must Do’s” for selling breakthroughs• Thought lead your market• Thought lead accounts• Obliterate obstacles
Wows/ Breakthroughs: Getting There
Message-based strategies define successThemes define how to open-up and then seize/ retain leadership of targeted markets
Message artifacts drive success•Communicating effectively: rich stories•Solving problems: “hook” and “trap” messages
The Critcal Role of Messaging
The Framework for Crafting Messages/ Action
MarketTargetingVision Market
TargetingPositioning
PositioningPackaging
PackagingPackagingExecution
Strategies
Long-term company strategy and marketplace position
Current competitor- and marketplace-focused strategies, tactics and messages[per product/product line/market]
High impactproblem-solving/revenue-drivingexecution
The Tale Telling of the Tale Driving Results
3 - 7+ Years 6 - 18+ month refresh cycle
BusinessStrategies
Programs
Transform Strategies to Action
Level 0 – problem context• Problem theme• Drive the sales cycle/account focus: solve this problem • Drive focus on urgency to drive action
Level 1 – benefit theme• The compelling customer promise• Grabs attention/builds empathy/sets the tone
Level 2 – differentiation theme• “What sets us apart from everyone else is …”• Drives leadership
Account entry/mass market messaging/executive selling
Level 3 – the secret sauces• Key differentiation enablers
avoid fluff, make it real• Defend positioning/set competitive traps
Level 4 – your solution • Prove the vision• Showcase the feature• Ace the checklist• Prove the assumptions/ ROI basis
The Message Structure
VisionMessageStructure
This Stuff Works!Michael Schmitt
E2open SVP Marketing & Prodct ManagementUndifferentiated, sluggish accelerated growth; IPO
RightNowConsultantSluggish growth/ low aura high growth; sold to Oracle
AribaSVP MarketingLegendary silicoln vallet turnaround; sold to SAP
JD EdwardsSVP Sale & MarketingFlat/ eroding leadership doubled revenue; sold to PeopleSoft
Increased Shareholder Value = $6 B!
Wow Messaging for Breakthroughs
Crafting Wow Crafting Wow MessagingMessaging
2013 Executive Leadership ConferenceRichard Currier